Crompton bets on innovation and consumer research to become a tech-led home-solutions player
Crompton Greaves Consumer Electricals is pivoting toward a technology-led strategy with the launch of its premium 'Crompton Rhion' brand. The company is investing heavily in innovation and consumer research to expand beyond traditional fans and pumps into the premium home-solutions market.
Why it matters
This strategic shift highlights how legacy consumer goods companies are leveraging data and R&D to capture higher-margin segments in the Indian market.
Consumer durables major Crompton Greaves Consumer Electricals Ltd (CGCEL) is taking its 85-year-old mass-market brand into the super-premium segment with Crompton Rhion, signalling a strategic shift as it looks to transform from a company traditionally known for fans and pumps into a broader, technology-driven home-solutions business.
Rhion will debut with Water Biofier, a premium water-purification product that the company describes as a category-first innovation., said the ₹8,000 crore company, which aims to nearly double its revenue in the next five years to ₹15,000 crore,
According to the company, which unveiled a refreshed brand identity, “biofier” is priced at ₹42,000 with introductory offers to be announced soon.
The move is part of “Crompton 2.0”, a broader transformation driven by investments in innovation and extensive consumer research, which it says goes beyond simply changing its brand identity.
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